The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

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Standard

The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation. / Sigurdsson, Valdimar; Larsen, Nils Magne; Sigfusdottir, Arna Dogg; Fagerstrøm, Asle; Alemu, Mohammed Hussen; Folwarczny, Michal; Foxall, Gordon.

I: Managerial and Decision Economics, Bind 41, Nr. 2, 03.2020, s. 234-249.

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt

Harvard

Sigurdsson, V, Larsen, NM, Sigfusdottir, AD, Fagerstrøm, A, Alemu, MH, Folwarczny, M & Foxall, G 2020, 'The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation', Managerial and Decision Economics, bind 41, nr. 2, s. 234-249. https://doi.org/10.1002/mde.3052

APA

Sigurdsson, V., Larsen, N. M., Sigfusdottir, A. D., Fagerstrøm, A., Alemu, M. H., Folwarczny, M., & Foxall, G. (2020). The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation. Managerial and Decision Economics, 41(2), 234-249. https://doi.org/10.1002/mde.3052

Vancouver

Sigurdsson V, Larsen NM, Sigfusdottir AD, Fagerstrøm A, Alemu MH, Folwarczny M o.a. The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation. Managerial and Decision Economics. 2020 mar.;41(2):234-249. https://doi.org/10.1002/mde.3052

Author

Sigurdsson, Valdimar ; Larsen, Nils Magne ; Sigfusdottir, Arna Dogg ; Fagerstrøm, Asle ; Alemu, Mohammed Hussen ; Folwarczny, Michal ; Foxall, Gordon. / The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation. I: Managerial and Decision Economics. 2020 ; Bind 41, Nr. 2. s. 234-249.

Bibtex

@article{c7f0413da56f425d8e7fbba8dba613af,
title = "The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation",
abstract = "Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated consumer-firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair's Facebook page. The second study shows how customers engage with Icelandair's social media platforms. The third study illustrates the firm's social media strategy from a managerial perspective.",
author = "Valdimar Sigurdsson and Larsen, {Nils Magne} and Sigfusdottir, {Arna Dogg} and Asle Fagerstr{\o}m and Alemu, {Mohammed Hussen} and Michal Folwarczny and Gordon Foxall",
year = "2020",
month = mar,
doi = "10.1002/mde.3052",
language = "English",
volume = "41",
pages = "234--249",
journal = "Managerial and Decision Economics",
issn = "0143-6570",
publisher = "Wiley",
number = "2",

}

RIS

TY - JOUR

T1 - The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

AU - Sigurdsson, Valdimar

AU - Larsen, Nils Magne

AU - Sigfusdottir, Arna Dogg

AU - Fagerstrøm, Asle

AU - Alemu, Mohammed Hussen

AU - Folwarczny, Michal

AU - Foxall, Gordon

PY - 2020/3

Y1 - 2020/3

N2 - Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated consumer-firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair's Facebook page. The second study shows how customers engage with Icelandair's social media platforms. The third study illustrates the firm's social media strategy from a managerial perspective.

AB - Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated consumer-firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair's Facebook page. The second study shows how customers engage with Icelandair's social media platforms. The third study illustrates the firm's social media strategy from a managerial perspective.

U2 - 10.1002/mde.3052

DO - 10.1002/mde.3052

M3 - Journal article

AN - SCOPUS:85070723381

VL - 41

SP - 234

EP - 249

JO - Managerial and Decision Economics

JF - Managerial and Decision Economics

SN - 0143-6570

IS - 2

ER -

ID: 244084341